ScholarWorks@중앙대학교

초록

Storytelling content has expanded as a narrative marketing strategy across various fields, including gaming, music, and advertising, serving to enhance emotional engagement, identity formation, and fans’ behavioral intentions. This study explores the effects of storytelling content, represented by the League of Legends (LoL) World Championship theme song, on team identification, immersion, and fans’ behavioral intentions in Korea and China. As storytelling has become a crucial narrative marketing strategy in gaming and entertainment, it plays a significant role in enhancing emotional engagement and identity formation. Survey data were collected from fans in their twenties who had watched the LoL World Championship and supported professional teams. Results show that the character factor of storytelling positively influenced both team identification and immersion, while story and interest also affected immersion in Korea. Team identification positively impacted behavioral intentions in both countries, but immersion had a stronger effect in Korea. In contrast, in China, competition immersion influenced only viewing and recommendation intentions. These findings empirically demonstrate cultural differences in how storytelling shapes e-Sports fan behavior and highlight the need for culturally adaptive marketing strategies in the global e-Sports industry.

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